Coming up with a slogan (your hook) that gets ingrained in people’s memory and rolls off their tongues is ALWAYS the goal. Catchy slogans, hooks or wordplay can expedite your brand’s awareness, but watch your mouth because even the slightest misinterpretation can impact your brand negatively.
I’m not a lyricist but I’m pretty good with wordplay. As I gain more direction for this site, I’ve had to change some things, including my initial subtitle: “Random Living, Marketing and Mayhem.” “Random Living” and “Marketing” could have stayed but I dropped them for reasons I’ll discuss in another article. “MAYHEM”…. I reluctantly let go because it wasn’t worth fighting over or discussing. While the loose meaning of the word was relevant to my desire to talk about crazy happenings in the world in general, the actual meaning of the word represented something I would never support.
Merriam Webster’s definition of Mayhem was so severe and horrific that, if used in the literal sense, could distract my audience from my main message or damage to my professional reputation (see the definition below). I knew keeping “Mayhem” was not worth me possibly defending my use of the word or creating a sense of discomfort among my audience who use the word literally.
Definition of MAYHEM: a willful and permanent deprivation of a bodily member resulting in the impairment of a person’s fighting ability
When considering wordplay for marketing your business, keep a few things in mind:
- When choosing words, let your objectives and desired audience interaction lead your planning
- Determine what’s really worth defending? Is that word or phrase vital to your positioning? Is it possible that may lose your audience or positive positioning by defending your words?
- Start off with alternatives. In the beginning, brainstorm and filter out great options so you won’t feel defeated if one option falls through. Just be sure that all options will have a relative and immediate connection with your audience.
At the end of the day, your messaging should be strong and your product/service even stronger. In all things, particularly wordplay, remember… Intentions are great but interpretation is even greater.
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